Affect, behavior, and cognition (ABC) are components of attitude that influence consumers' purchase decision-making. Marketers should understand how to use them in developing strategies in social media that can positively influence their consumers. To change the customer's affect, the marketing team can associate and pair their brand or product with something that consumers perceive to be favorable. The team can associate the product with celebrities, influencers, or brand ambassadors to favorably publicize the product online (Ho et al., 2017). They can also use attracting endorsers on the packets or during advertisements to help convince the customers.
Consumer behavior can be changed by introducing short-term promotions and price discounts. Promotion can be done in various ways, including offering free delivery or servicing (East et al., 2016). The use of price discounts is more advantageous because it quickly influences customer's behavior. However, it should only be used for a short duration because it negatively affects its profitability rate. Besides, the sales team can reposition the product or brand to address their customers' various needs. Repositioning can be done by changing how the product's message is being conveyed to suit its needs effectively.
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Lastly, machetes can also influence consumer purchase decisions by changing their belief through advertisements. They should include all the important attributes of the brand/product when advertising to enable them to realize the product's ideal nature (Ho et al., 2017). The strategy helps the firm to overcome any negative consumer attitudes that existed before.
In conclusion, since consumers are motivated by their affect, belief, and feelings, marketers should understand how to incorporate all the components to influence their customers' attitudes about their brand on various social media platforms.
References
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behavior: Application in marketing . Sage
Ho, H. C., Lado, N., & Rivera-Torees, P. (2017). Detailing consumer attitudes to better explain co-branding success. Journal of Product & Brand management . https://doi.org/10.1108/JPBM-11-2015-1039
